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Design Thinking & Agile Innovation Workshop Josef Scherer KEGON AG

Design Thinking & Agile Innovation Workshop

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Design Thinking & Agile Innovation Workshop combining elements from Design Thinking, Customer Development, Christensen's Jobs to be Done, Osterwalder's Value Proposition Canvas, Javelin Experiment Board, Lean Startup and Paper Prototyping.

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Design Thinking & Agile Innovation Workshop

Josef Scherer KEGON AG

There is nothing so useless as doing efficiently that

which should not be done at all.

Peter F. Drucker

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Think It: Agile Innovation @ Spotify

Design Thinking

Lean Startup

Customer Development

Paper Prototype MVP

Design Thinking

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Spaces of Innovation

Hildebrand e.a. 2013

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Basic Elements

Hildebrand e.a. 2013

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Practice: Form interdisciplinary DT Teams of 4

Facilitator/Coach

Marketing/PO/Business

UX, Designer

Developer

not from the same company

Male & female in each team

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Practice: Pitch

Half baked

Brainstorm some problems with electric cars/visiting conferences

Combine 2 interesting problems …

Pitch your own product idea (1 Minute)

What is the problem that your product is solving? (10-20 Seconds)

How does the product solve the problem? (10-20 seconds)

Why would a customer prefer your solution to a common existing alternative? (10-20 seconds)

Finally, make up a name for your product. (5 Seconds)

http://glasgow.startupweekend.org/2012/05/21/pitching-advice-for-friday/

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Iterative Design Thinking Process

Hildebrand e.a. 2013

Understand

Observations

Define Ideate

PrototypES

TestS

Blank: Customer Development

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Customer Development (Blank)

Customer Development Customer Development was first describes by Steve Blank as a four step process:

Customer Discovery Goal: Problem/Solution Fit (Do I have a problem worth solving?)

Document the initial Business Plan (aka Plan A) in a one page Business Model Canvas and run

experiments to test problem and solution in front of potential customers (aka prospects). Build a low

fidelity MVP (mock up or rapid prototype) and “demo” it to early adopters, who are already aware of

the problem and are actively searching for a solution.

Customer Validation Goal: Product/Market Fit (Have I build something people need and pay for?)

Build a MVP to test key features and try to sell it, thereby turning prospects into customers. Measure

acquisition, retention and growth rate of customers to verify that your business model is repeatable

and scalable. Otherwise pivot, which means changing one or more parts of your business model (aka

Plan B), and return to customer discovery.

Customer Creation & Company Building Goal: Scale (How do I accelerate growth?)

Expand sales and marketing activities to grow. Accelerate learning by shortening the Build-Measure-

Learn cycle. Deliver new features continuously and apply split testing (aka A/B testing) with different

versions of your product in production presented to different groups of customers (aka cohorts) to

verify, that the new features have led to an improvement in revenue or growth of customer base. If

not, remove the new features from production.

Product- Market Fit

Have I build something people

want and buy?

Problem- Solution Fit

Do I have a problem worth solving?

Sustainable Growth

How can I accelerate growth?

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Customer Discovery Process

MBA295-F Customer Development in the High-Tech Enterprise Spring 2009

Customer Discovery

Customer

Discovery

Phase 1Author

Hypothesis

Phase 2Test

Problem

Hypothesis

Phase 4Verify, I terate &

Expand

Phase 3Test

Product

Hypothesis

To Validation

https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v

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Christensen: Jobs to be Done

https://www.youtube.com/watch?v=s9nbTB33hbg

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Value Proposition Canvas

Problem-Solution Fit Do I have a problem worth solving?

http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-our-brand-new-value-proposition-designer.html

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Osterwalder:

Mapping Customer Pains to Value Proposition

https://www.youtube.com/watch?v=xTtvwAmjais

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Test Value Proposition Canvas

http://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean-startup-and-custdev-principles.html

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Practice: Test Customer Problem Assumptions

In your product groups:

Prioritize assumptions by risk of failure (top 3)

How do you test them?

5 minutes

2. Eric Ries: Lean Startup

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Lean Startup

A Startup is an organization designed to create new products and services under conditions of extreme uncertainty.

Validated Learning They exist to learn how to build a sustainable business. This learning can be validated scientifically, by running experiments that allow us to test each element of our business model.

Build-Measure-Learn The fundamental activity of a startup is to turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere, where a pivot is defined as a major change in the company’s business model.

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Build-Measure-Learn

1. What do I want to learn?

3. What do I need to build for that?

2. How can I prove that?

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Practice: Brainstorm Solution

http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

Paper Prototype MVP

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Test with Prototype/MVP

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Practice: Test Solution Assumptions

In your product groups:

Prioritize assumptions by risk of failure

How can you test the riskiest one?

What do you need to build for that?

5 minutes